DE

Mini case study: HelloFresh.de (Berlin)

Published: March 14th 2019

Description

Hello Fresh is the largest meal-kit provider in the United States and also has operations in Canada, Western Europe (including Germany and the UK), New Zealand and Australia.

Founded: 2011

Executive Summary

Hello Fresh's backlink profile is very strongly build around images which in fact appear to be paid advertising.

Its blog which contains a lot of very relevant content is separated from the main top level domain. If it were part of the root domain, it would be attribute a traffic increase of 25% to the main domain. It could actually benefit from the main root domain authority and rank its keyword higher.

40% of its organic traffic comes from brand related Keywords; such a brand dependance shows a lot of potential for non-brand organic traffic growth.

250k SEO visits

10% pages indexed get 10+ visits

Star Keyword: "couscous"

40% traffic brand


Google Trends

Google Trends for Hello Fresh

Backlink Profile Overview

40k backlinks from 1.4k domains.
81% of backlinks are from pages with little Page Authority.
50% of the backlinks are from German websites.
50% of the Backlinks are images (often with also text)
Only 3% of backlinks are nofollow

Backlinks with Page Authority of 30 and above (according to ahrefs)

Backlinks for advertisement

Hello Fresh with 50% of its backlinks being images actually uses its own system of affiliation using banners as backlinks.

Organic Traffic Analysis

Hello Fresh ranks for over 70k Keywords (including blog) for
200k monthly organic visits + 50k for blog (subdomain)

Main Keywords generating traffic:

Brand / search terms with brand
Around 80k (40%)

Broad terms
rezepte (3k)
gesunde rezepte(1k)
kochbox (900)

Dishes
couscous (3k)
hackbraten (2.5k)
schweinefilet (1.3k)
thai curry (1k)
köttbullar (1k)
falscher hase (1k)
risotto (1k)
tortilla (900)
süßkartoffelsuppe (750)

Food
pak choi (2.4k)
rote beete (1.3k)

Blog as subdomain

Porridge rezept (7.7k)
grünkohl zubereiten (5.5k)
gemüsebrühe selber machen (4.7k)
eierlikör selber machen (3k)
brötchen backen (2.5k)
müsliriegel selber machen (1.7k)
ingwer shot (1.5k)
nudeln selber machen (1.4k)
chai latte (1.3k)

also:
kohlrabi, brot ohne mehl, tzatziki, all 1.1k

Indexation efficiency: 10%

From around 7k pages indexed, over 650 pages each get at least 10 visits per month.











get in touch

Alex Bieth, MBA

SEO / SEA / Analytics Freelance Consultant


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